haku: @author Chernatony, L. de / yhteensä: 22
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| Tekijä: | Vallaster, C. Chernatony, L. de |
| Otsikko: | Internationalisation of services brands: The role of leadership during the internal brand building process |
| Lehti: | Journal of Marketing Management
2005 : FEB, VOL 21:1-2, p. 181-203 |
| Asiasana: | Marketing Service Brands Products Management Leadership Employees Culture Internationalization |
| Kieli: | eng |
| Tiivistelmä: | Employees are a critically important constituent of the service brand. To encourage brand supporting behaviour, there is the need of a shared understanding of employees' service brand's values, strong commitment and identification. This internal brand building (here as: i-b-bg.) process becomes more challenging as services brands expand internationally. Based on research findings on the role of leadership, it is argued that the success of i-b-bg. depends on the ability to leverage cognitive, affective, and communicative differences amongst culturally-diverse employees. For this, two behavioural competencies are crucial: a. defining a clear brand vision, and b. facilitating verbal and non-verbal social interaction patterns. This helps build passion, commitment and organizational identification amongst employees, ultimately responsible for successful services brands. |
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